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Sales Training Tips:

True Sales Class - How Refined Is Your Sales Message?

It seems the majority of budding internet marketers do not think of their sales message as starting with the ad copy or conversation out there in the wild and not ending until the deal is closed. In my opinion it never really ends since a good sales process should be trying to sell more to existing customers and clients. However, all good articles need a defined scope so this one examines the sales message from ad copy in the wild to the close of the deal of the primary offering in a particular sales funnel. Given that definition, examine your sales message from the presentation made in your far flung marketing activities all the way through to the close of the primary deal. Does every single link in the chain speak directly to a well defined target audience who could potentially find your offering valuable? Does every link in that same chain focus completely on the task at hand? Does every link in the chain serve to build the need at an emotional level so that loss will be felt if they choose not to buy?

In the sales and marketing approach I have decided to use in my own sales funnel and in those I build for my clients the strategy is to create a unique sales experience for each narrowly and well defined target group of potential buyers. That is certainly not the only possible nor the only effective approach. It is the one I have had the best success with over the years and is the only approach I still use. That is important information for you to have in analyzing the usefulness of this article in your own internet marketing efforts. In my chosen strategy it is necessary that the entire process speak to the same group of people with the same perspective. The ad copy floating around out there in the wild needs to speak to the same people with the same message as the landing page they are directed to. The landing page needs to speak to the same people with the same message as the qualifying stage of your sales funnel. And, of course, the message in the qualifying section needs to speak to the same people with the same message as the final closing section. Read all the layers of your sales message. Are you speaking to the same people with the same message all the way through?

Every step of the visitor's path through your sales process needs to have a purpose, you need to know what that purpose is and you need to ensure it stays focused on that purpose. The ad out there in the wild has the purpose of locating people who are in the proper target group for this sales funnel and getting people to go to the landing page. That is all. The ad is not trying to explain what is being offered. The ad is not trying to close the deal. The ad is not trying to do anything besides getting the right people to the landing page at the right time (for them). Next, the landing page is confirming to the visitor that they came to a website that is interesting to them and where they are at right now. If they are not intrigued by the landing page you want them to save their time and your resources. If you created this part of the path correctly (for this strategy) the wrong people will leave and the right people will be intrigued enough to take the next step. That is all the landing page is intended to do. It does not explain or sell. It intrigues and heightens the visitor's emotional state a little bit more. The qualification part of the sales path builds on that emotional state and appeals further to the specific needs and desires of the target audience. It brings them to understanding what needs and desires will be fulfilled and what they will miss out on if they do not act on this offer. Then, it kicks out the people it could not appeal to. The qualifying layer is only that. Find the people who are ready to become clients or customers and filter out the rest. It does not explain. It does not sell. It builds emotional intensity and removes the tire kickers. Last, the visitor gets to the deal closer. This end of the path explains how your particular offering is their best choice to fill those needs and desires that were already present and that the sales message has built up in intensity. The close calls them to action so they do not miss out. Examine your entire sales message. Is it focused on the proper task at each stage?

As your visitors are exposed to each piece of your sales message their emotional state should get a little more intense. You cannot create a need or desire out of thin air (at least not with your budget). It already needs to be there. Your job is to build upon that foundation throughout your sales message. This is why it is so important to thoroughly understand your target audience and why it is so important to stay focused on that one target audience throughout your sales message. You will lose them if you wander or attempt to pander to everyone. People like to be spoken to directly and meaningfully (for them). Your initial ad has the job of finding people with some level of need or desire that is appropriate to your offering and who have the right current life situation to hear the rest of the sales message as you have chosen to present it in a given sales funnel. The landing page goes about testing to find out whether or not the visitor is experiencing interest spawned by that initial need or desire at this point in time. The qualifier stage of the sales message really digs in and brings that need or desire to the front of their mind and attaches it to emotional content. Then, it passes forward those who reach this level of engagement and blocks those who do not. The close brings it all home for them and directly asks them to become a client or customer. Does your sales message build the emotional state of those who are in the right target audience and visiting your site at the right time?

When you hold your sales message (all of it...not just the main sales letter) up to the light of this article's perspective, are you honestly able to answer all of the questions at the end of the preceding three paragraphs with a loud and clear, "Yes!"? If so, you have the makings of a magnificently awesome sales message. Get it out there. Test and refine it. Start making clients and customers happy. Begin to fill up that bank account.

Source: David Herman link

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